Meta’s Muse expands paid call-placing feature to U.S. businesses
Meta is widening access to a calling feature for its consumer AI agent Muse as it pushes further into everyday utility services. The option lets paid subscribers have the AI place outbound calls to U.S. businesses, adding to a product that the company says now has more than 10 million users.
Highlights
- Meta expanded Muse's AI call-placing feature to all U.S. businesses for paid subscribers, with plans starting at $20 per month for 500 million tokens.
- Competitors like Instinct and Google’s Gemini already offer similar AI agent tools, intensifying automation competition in routine consumer-service tasks.
- Meta plans broader feature access, confirming Muse’s email address option will be rolled out to free users while call placement remains subscriber-only.
Paid rollout broadens Muse’s utility push
As reported by TechCrunch, Meta says Muse can now place calls to U.S. businesses on behalf of users, after initially testing the feature in September with a limited group of early adopters who had requested access.The company is keeping the capability behind its subscription plans for now. Muse plans currently start at $20 per month for 500 million Muse tokens per week, while heavier users can pay $100 per month for 3 billion tokens.
Alexandr Wang, Meta’s Chief AI officer, says the feature is designed to handle calls people would rather avoid making themselves, including calls to cable providers, the DMV, or restaurants that do not offer online reservations.
Competition and customer-service implications
Muse is entering a market where other AI agents already offer similar tools, including startup Instinct and Google’s Gemini. The feature reflects a broader push by AI companies to automate routine consumer tasks that typically involve long waits, phone trees, and inconsistent support outcomes.Businesses’ response to AI-generated calls remains uneven, with some receptionists and companies hanging up once they realize the caller is not human. At the same time, improving voice realism is making AI agents harder to distinguish from people, which could increase both adoption and scrutiny of the technology.
Meta is also signaling a wider feature rollout beyond paying users. While call placement remains limited to subscribers, the company says the recently added option to create a Muse email address will soon become available to free users.
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